Scottsdale nightlife will be in spotlight- Arizona Republic

Source: AZrepublic.com
By: Peter Corbett

Who would have ever thought suburban Scottsdale was ready for an urban party scene that includes shows by P. Diddy, Snoop Dogg, Kid Rock and 50 Cent?

But bring Super Bowl XLII to Glendale on Sunday and all of a sudden the Valley's other 'dale - Scottsdale - with its emerging downtown and flashy nightclubs gets a double shot of Belvedere to juice its entertainment district.

It is not New York, LA, Las Vegas or Miami, but by hosting the bulk of this year's Super Bowl bashes, Scottsdale gets its 15 seconds of fame in the worldwide spotlight.

It's a moment that observers say will accelerate Scottsdale's reputation for nightlife.

"Scottsdale isn't in a lot of those conversations (about top cities for nightlife)," said Les Corieri, Axis/Radius club owner.

"But with all the people that will be coming here and all the press, we will finally receive the notoriety that I feel we deserve."

Just two of Scottsdale's nightclubs are among Nightclub & Bar Magazine's Top 100 list: e4 and Fox Sports Grill.

But Scottsdale has bought its way to the top of the Super Bowl party list with $1.4 billion in downtown redevelopment that is hitting its stride just as a revolving array of celebrities make their way into town.

The Hotel Valley Ho, Scottsdale Mondrian, Hotel Indigo and nearly completed W Scottsdale Hotel have added a new element of stylish urban lodging to the city.

New restaurants with award-winning chefs and nightclubs have moved into the gallery and entertainment district.

Shops, offices and luxury condominiums now line the once-barren canal banks that cut across the area.

The Scottsdale club scene seems to be ahead of efforts to boost nightlife in Glendale and downtown Phoenix, which largely revolve around the major sporting venues.

And Scottsdale's nightlife, which appeals to a broader demographic, has surpassed that on Tempe's Mill Avenue with its narrow college-student focus.

A hip image

"I think people will be overly impressed," especially East Coast visitors who have not been to Scottsdale in years, Corieri said. He was in business with Jetz and Stixx 12 years ago when the Valley hosted its first Super Bowl.

"This place has changed 180 degrees," he said.

Brent DeRaad, a Super Bowl Host Committee member in 1996, said there has been a huge influx of private parties that have gravitated to Scottsdale this year.

"We really didn't have the reputation as a nightclub destination" back then, said DeRaad, who is executive vice president of the Scottsdale Convention and Visitors Bureau. "We had nightclubs but not to the extent that we do now."

A hub of activity

This year, Scottsdale expects that as many as 1 million people will stream through downtown during Super Bowl week. That is more than four times the city's population.

"Downtown Scottsdale will definitely be the hub of the whole Super Bowl," said Robert Tuchman, president of TSE Sports & Entertainment, a New York-based sports-travel company.

"It's not (Miami's) South Beach, but visitors will be surprised at the venues Scottsdale has," Tuchman said.

Among Scottsdale's noted parties: Axis/Radius will host several events, including the outdoor Bud Bowl party featuring P. Diddy, Snoop Dogg and Kid Rock.

944 Magazine, meanwhile, will showcase 50 Cent, Wyclef Jean and the Velvet Revolver at its 3.5-acre party compound at the Scottsdale Waterfront.

Coming-out party

Sonny Smith, corporate marketing director of 944 Media, which publishes lifestyle and entertainment magazines in six cities, said that this year's Super Bowl events are a coming-out party for Scottsdale.

"We've got the right media eyeballs on us," he said, adding that all the major media outlets will be shooting live from downtown.

Tuchman, the New York sports-travel executive, said the Valley is poised to become a perennial party destination for the Super Bowl.

"I would love it if the NFL put a rotation of four cities - Phoenix, San Diego, New Orleans and Miami - for future Super Bowls," he said.